Cover Up

Cover Up: Background: Although in the midst of increasing death rates and infection rates due to the COVID 19 virus, people were beginning to let their guard down by not following safety measures such as wearing masks, social distancing and so on. Perhaps it was due to the fact that they had forgotten about the dire consequences or they just didn’t care anymore; but at the end of the day, it wasn’t helping the cause in trying to beat the pandemic. Strategy: Hacey Initiative, sought to create awareness of the fact that COVID 19 was still very much out there killing people. And hence, the need to adhere to safety measures to avoid putting yourself or loved ones at risk. Creative Idea: The idea was to make a clarion call for people to be proactive about their own lives by calling out the grave effects of not adhering to simple safety measures. Basically, the idea was to make people see the very likely outcome of not wearing masks in order to spur them into taking better precautions. Execution: Through high definition photography, we create images and a short video which portrayed the moody/dark atmosphere of people on their deathbeds with a mask covering them to play up the two choices people had to choose between. ‘To cover up or To be covered?’